Category Captain: Citrus: Cuties Cooperative
Cuties Cooperative (Co-op) took a fresh approach to fueling category growth by developing a consumer packaged goods-style integrated marketing campaign targeting moms. The program’s goal was to increase consumer awareness and drive category sales at retail, while showcasing small, sweet, easy-to-peel California Cuties as a healthy snack for kids. A television ad campaign test launched in the Atlanta, Chicago and Phoenix markets. To capitalize on the TV ads, Cuties Co-op developed an online/social media campaign that included a website offering nutrition information, games, and information on soccer programs and sponsored community events.
Cuties Co-op also launched the “Good Food Project,” a childhood obesity prevention program in Chicago schools, and introduced the “Cooking with Cuties” campaign, which aimed to increase retail sales by providing alternate uses beyond snacking.
At the same time, the company conducted retailer-specific category performance overviews that identified opportunities and provided category insights and recommendations. To optimize retailer revenue, Cuties Co-op also collaborated on promotional schedules and pricing and assortment recommendations.
As a result of the integrated marketing program, Cuties experienced 130 percent dollar growth during the campaign period, driving mandarin category sales up 24 percent during the same period, according to The Perishables Group. The TV ad campaign test helped boost sales for both Cuties and the mandarin category in the Atlanta and Chicago markets. Cuties pound sales increased by 50 percent in Chicago and 1,000 percent in Atlanta, while mandarin category pound sales increased by 28 percent in Chicago and 153 percent in Atlanta.